Analysis of the Chinese Article 还我1499元平价茅台
This article, titled Give Me Back the 1499 YuanFair-Priced Moutai, is a critical analysis of the pricing and distribution strategies of Kweichow Moutai, China’s most famous liquor brand. Itargues that Moutai’s current market price, far exceeding its suggested retail price of 1499 yuan, is a result of mismanagement and the influence ofscalpers (黄牛). The author advocates for a return to the suggested retail price through increased direct sales and a reduction in reliance on distributors.
Here’s a breakdown of the key arguments and information:
1. The Problem:
- Market Price vs. Suggested Retail Price: The article highlights the significant gap between Moutai’s suggested retail price (1499 yuan) and its actual market price (currently around 2270 yuan).
- 旺季不旺: The article points out that Moutai’s prices have not risen during traditional peak seasons, suggesting a weakening demand and a shift in market dynamics.
- Impact on Stock Price: The decline in Moutai’s market price has significantly impacted its stock value, leading toa loss of 2250 billion yuan in market capitalization over 13 trading days.
- 杯水车薪 (A Drop in the Bucket): The author criticizes Moutai’s stock buyback program as insufficient to address the underlying problem.
2. The Blame:
- 茅人 (Moutai People): The article criticizes the management of Moutai, particularly the former chairman, Ding Xiongjun, for failing to effectively control the market price and return it to the suggested retail price.
- 提直降代 (Increase Direct Sales,Reduce Distribution): The article argues that Moutai’s reliance on distributors has contributed to the inflated market price and that increasing direct sales would help control the price.
- 一举多得 (Multiple Benefits): The author emphasizes the benefits of direct sales, including increased profitability, reduced reliance on distributors, and better understanding of market demand.
3. The Solution:
- 回归商品属性 (Return to Commodity Attributes): The article advocates for Moutai to return to its core value as a commodity, with a focus on its quality and consumer demand, rather than its perceived financial attributes.
*提直降代 (Increase Direct Sales, Reduce Distribution): The author believes that a more aggressive approach to direct sales is necessary to combat scalpers and bring the market price down to the suggested retail price. - 健康市场 (Healthy Market): The article argues that Moutai’ssuccess should not depend on artificial market manipulation or financial attributes but rather on a healthy market driven by genuine consumer demand.
4. Information and Data:
- Historical Price Trends: The article provides data on Moutai’s price fluctuations over the past few years, highlighting the decline in recent months.
*Direct Sales vs. Distribution: The article provides data on the percentage of Moutai’s sales through direct channels vs. distributors, showing the gradual increase in direct sales in recent years. - Financial Performance: The article mentions Moutai’s financial performance, including its revenue, net profit, and profit marginsfor direct sales vs. distribution.
5. Overall Argument:
The article argues that Moutai’s current market price is unsustainable and detrimental to the brand’s long-term health. It calls for a return to the suggested retail price through a more aggressive approach to direct sales and a reduction in reliance ondistributors. The author believes that this will not only benefit consumers but also improve Moutai’s financial performance and position it for sustainable growth in the long run.
Additional Notes:
- The article is written in a strong, persuasive tone, using rhetorical devices and data to support its arguments.
- The author’s use of Chinese terms and idioms adds to the article’s authenticity and cultural context.
- The article is likely to resonate with Chinese consumers who are frustrated by the high price of Moutai and who believe that the brand should be more accessible to the general public.
This analysis provides a comprehensive understanding of thearticle’s key arguments, information, and overall message. It highlights the author’s critical perspective on Moutai’s pricing and distribution strategies and advocates for a return to the suggested retail price to ensure the brand’s long-term success.
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